We had a class discussion about corporate identity; in this we discussed what gives a company an identity. We come to a conclusion that a corporate identity is not just a logo, slogan or design of a company it’s all of these also it the feel of a company, what sort of vibe it shows, how it presents itself.
Corporate identity is about how you want your business to look to your target market – i.e. those folks you call clients or customers – as well as those other folks that haven’t become customers or clients yet…but you would like them to. This is generally achieved through the following:
1.Corporate design: logos, corporate colours, uniforms, etc.
2.Corporate communication: public relations, promotional material, etc.
3.Corporate behaviour: values of your business and how those values are demonstrated/promoted
Mc Donald’s have created a sleek identity using the colours red and yellow. The chain of restaurants has a natural look to it with wood furnishings, to promote it as healthy food. They have a strong advertising program putting their classic golden arches on a bold black background just like their uniforms. The values of this company are family, mainly aimed at children creating a friendly environment yet mature at the same time.
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